Tag Archives: liberation wrapper

Have you ever had to stop yourself from eating something in public because cultural restraints say it’s rude for a lady to open her mouth wide? Well thats exactly whats happening in Japan.

For years, Japanese culture has encouraged women to strive for “ochobo” which is described as small and modest mouths.

As a result, it is considered rude for Japanese women to open their mouth wide. This rule even applies to women when eating out in public.

It’s no wonder that Freshness Burger noticed their “Classic Burger” was the least chosen option among their female customers. Simply put, that particularly large burger would require women to “rudely” open their mouths and lose their ochobo.

This is when Freshness Burger decided to “free women from the spell of the ochobo mouth.”

They created the “Liberation Wrapper” for their burgers. This is a large burger wrapper with the image of a women’s face. The wrapper is meant to hide women as they take a big bite of their burger and maintain the appearance of ochobo.

While some argue that this does not necessarily fight against the cultural restraint of the ochobo, the “Liberation Wrapper” has clearly become a success. Freshness Burger has reported that sales of the large “Classic Burger” have gone up by over 200% and their invention is quickly spreading across news media and social media.

Watch the video below to see both the creation and success behind the “Liberation Wrapper.”

Audrey Magazine is an award-winning national publication that covers the Asian experience from the perspective of Asian American women. Audrey covers the latest talent and trends in entertainment, fashion, beauty and lifestyle.